Business

Largest construction company in Latin America, MRV tests digital sales of real estate properties

In the last six years, the company has invested over $85 million in digital transformation

Rafael Menin, copresident of the Brazilian construction business MRV.
Rafael Menin, copresident of the Brazilian construction business MRV. Photo: Glaucia Rodrigues.
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MRV has just started a pilot project for the sale of fully digital properties in the city of Belo Horizonte, its headquarters. The plan is to expand the operation to the entire country in up to 120 days. The largest construction company in Latin America is looking for ways to grow beyond the Minha Casa Minha Vida, the housing program of the Brazilian government, which helped raise the company to the size it now has. In the era of startups, the construction giant does not want to be left behind.

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The idea is that the entire process can be done within the new platform, from the choice of the property to the approval of the financing by the partner bank, Caixa Econômica Federal, and the signing of the contract. MRV wants this whole process to take one day–which would be a real revolution in a country where this process takes 45 days or more.

“For this project, almost 100 people from different areas were involved. The tool combines several technologies, such as chatbots, artificial intelligence, computer vision and RPA (Robotic Process Automation), all in a journey with modern design providing our customers with a simple, easy, empathic and transparent experience. The market is constantly changing. New technologies are being used and consumers’ mindsets are changing faster and faster in the way they relate to companies and market products and services. We understand this trend and are being pioneers in the real estate market ”, explained the construction company’s co-president, Rafael Menin, in the text sent to the press.

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The company says to be establishing itself, in the last years as a construtech. From 2014 to 2018, MRV’s investments in digital transformation (both those focused on the consumer, such as the new platform, as well as new construction processes) reached BRL 250 million (almost $60 million).

To Valor Econômico newspaper, Menin told that digital transformation has consumed BRL 80 million in investments. For 2020, the forecast for spending on the area is BRL 110 million.